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Marketing and Sales for Auxiliary Services Implementing an Integrated Plan. NACAS West June 3, 2013 Las Vegas, NV. i ntegrated marketing approach. The blending of online and offline marketing strategies implemented in the most cost -effective way and providing the highest ROI.

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marketing and sales for auxiliary services implementing an integrated plan

Marketing and Sales for Auxiliary ServicesImplementing an Integrated Plan

NACAS West

June 3, 2013

Las Vegas, NV

i ntegrated marketing approach
integrated marketing approach

The blending of online and offline marketing strategies implemented in the most

cost-effective way and providing the highest ROI

t he funnel approach
the funnel approach

Awareness

Knowledge

Liking

Trial

Preference

Evangelist

b efore f illing the funnel
before filling the funnel

knowledge

Competitive Landscape

DATA

Service Philosophy

knowledge
knowledge
  • What are trending consumer behaviors
  • What are current trends in your industry
  • Who are your benchmark institutions and what are they doing right
  • What are the trends in parallel industries where your students and other customers will spend money?
c ompetitive l andscape
competitive landscape
  • Who are your direct competitors
    • Who do you lose revenue to directly
    • What is their differentiating point(s)
    • How do your prices, services and reputation compare
      • Complete a competitive analysis
  • Who’s gaining top of mind in the industry
    • Basically, who do you hear about all the time?
    • Who’s the Ivy League of Auxiliary Services
d ata
data
  • Develop a customer database…capturing your customer’s information
    • Internally driven lists that are accessible
      • Internal Surveys
    • Past Clients
  • Membership Lists
    • Alumni Association
    • Athletic Clubs
    • Meeting and Event Planners
  • Data Mining
    • Yahoo Local
a n important question
an important question

WHAT ARE THE THREE TOP REASONS THAT

CUSTOMERS LEAVE?

WHAT IS NUMBER ONE ON THE LIST?

service philosophy
Service Philosophy
  • Service is a top down initiative
    • Administration first
    • Management second
    • First line employees third
  • It must be comprehensive
    • All departments in Auxiliary Services
    • All contract services
  • It should be evaluated
    • Survey clients
    • Employee evaluations/accountability
5 s teps to an imp
5 steps to an IMP

BRAND

GOALS

STRATEGIES

BUDGET

EVALUATION

c onsumer behavior
consumer behavior

emotionalappeal

rationalappeal

c onsumer behavior1
consumer behavior
  • Many consumers’ motives for their purchases are based on their emotions.
  • Their feelings for the brand overpower any rational appeal (price, proximity, ease of purchase).
  • Are you emphasizing an emotional appeal of your venue or the rational?
c ase s tudy southwest airlines
case study: Southwest Airlines
  • Marketing emphasizes both rational and emotional appeals
    • Rational: low cost carrier, no extra fees, accessibility, price assurance, no change fees
    • Emotional: youthful, humorous, customer oriented, the glory days of flying, they’re the fun and friendly airline…comparatively
defining your brand
defining your brand
  • What are the rational reasons a student or other customer should choose your services or product?
    • Price, proximity, location, product, features, anything quantifiable
  • What are the emotional reasons?
    • Is it your staff, your service, anything intangible that makes your business stand out.
d ifferentiating p oint
differentiating point
  • What makes your business unique?
  • Case Study- UNLV Event Services
    • Rational Appeal: Accessibility, affordability, attractive facilities, advanced meeting technology, capable and available staff, one of the top hospitality programs in the country…it has to be good, etc.
    • Emotional Appeal: Location appeal, excellent customer service, on the edge of fun
c ase study unlv
case study: UNLV
  • UNLV offers an unparalleled meeting venue that allows guests to experience the excitement of the world’s largest playground affordably while providing exceptional conference services and the advanced technology that planners expect today.
activity

What are three rational appeals of your campus service?

What are three emotional appeals?

What is your differentiating point?

activity
establish goals that are
establish goals that are…

ATTAINABLE

COLLABORATIVE

MEASURABLE

slide23

establish goals that are…

  • ATTAINABLE
    • Financial
    • Service
  • COLLABORATE
    • Remain within mission
    • Involve team and service partners
  • MEASURE
    • Pre-determine method and evaluation process
activity1
activity
  • What is one new ATTAINABLE goal?
  • Who are your COLLABORATION partners that will help in achieving this goal?
  • How will you MEASURE your success?
t aking action
taking action

STRATEGIES

p lanning rule
planning rule

Always ask…does this strategy help to…

GET

KEEP

ESCALATE

r emember the f unnel
remember the funnel

Awareness

Knowledge

Liking

Trial

Preference

Evangelist

a wareness
awareness
  • Informative Website
    • SEO for externally focused auxiliary services
  • Advertise
  • Internal and External Trade Show Marketing
  • Third Party Memberships for External Marketing
  • Internal and External Sponsorships
  • Online and Offline Product Brochures
  • Professional Memberships
k nowledge
knowledge
  • BLOGS…Be an expert!
  • E-Blasts
  • Departmental Sales Calls
  • Presentations to Student Groups
  • E-Newsletters
  • Involvement
  • External and Internal Networking
l iking
liking
  • Active and Consistent Facebook Page and Postings
  • YouTube Videos
  • Tweet Like You Mean It
  • Pinterest Page
t rial
trial
  • Showcases to “Try” your product and services…similar to Groupon
  • FAM Tours for conference services
  • Deep Discounts for First Time Use
  • Flash Sales
p reference
preference
  • Referral Programs
  • Friends and Family Discounts
  • Incentive Programs
    • Frequent User Rewards
  • Value-Ads
  • Dinners, parties, receptions
  • Special Treatment
e vangelist
evangelist
  • Your new goal should be to have your customers rave about your product and services
  • Let your loyal customers do the promoting
    • Social media has changed this forever
      • Users can instantly tweet, blog, post, update about your venue
  • Be the benchmark for service and the place to do business
e vangelist1
evangelist
  • Simplicity…Thank You’s
  • Deep Discounts
  • Share your perks
    • For external groups, share university discounts
  • Showcase them
    • Testimonials, YouTube, Brochures
  • Seek advice and suggestions
    • Advisory groups
w hat s this going to cost1
what’s this going to cost?
  • Costs are front-loaded
    • Awareness strategies are more expensive then Evangelist strategies
    • Like building a home
      • Clearing the land, laying the foundation and building the outer structure are the most costly and difficult
    • Track the ROI for each strategy
how d we do
how’d we do?

EVALUATION

h ow d we do
how’d we do?
  • Evaluating your campaign is important, but most people fail to complete an evaluation.
  • If you need to determine ROI, use your goals as your guideline.
    • If you said you wanted to increase sales by 5%, did you?
    • What did it cost to implement the strategy?
    • What is the SOFT ROI?
chuck salem chuck@uniquevenues com 866 266 6857
Chuck Salem

chuck@uniquevenues.com

866-266-6857

questions?